Since gaining its popularity as an iconic coffee brand, Starbucks has worked hard to broaden its reach, and a new partnership marks the latest chapter in that endeavor, writes Angela L. Pagán for The Takeout.

Starbucks has partnered with grocery and convenience food delivery service GoPuff, on a new pilot program to explore its potential late-night coffee drinker demographic. 

As part of the test, Starbucks will be coordinating delivery orders between 5 PM and 5 AM through GoPuff’s service.

“In this pilot [with Gopuff], Starbucks trained baristas prepare handcrafted Starbucks drinks and food inside GoPuff micro-fulfillment centers, delivering to the customer’s door in about 30 minutes,” said Starbucks CEO Laxman Narasimhan.

He noted that Starbucks saw record results in a U.S. delivery business with nearly 80 percent growth, aided by its expanded partnership with DoorDash. 

The pilot program has been running since October 2023, strictly in Philadelphia.

To this end, customers in Old City, Northern Liberties, Fairmount, University City, and the majority of Center City have the option to order from the Starbucks menu via GoPuff. 

Starbucks’ foray into late-night services can be attributed in part to the decline of breakfast as a cash cow and a deviation from the traditional “work lunch.”

Read more about Starbucks and Gopuff’s new partnership in The Takeout. 

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